IAA launches The Gutenberg Galaxy, a book to celebrate Print Medium

The book has 24 case studies, event held in Mumbai graced by who's who of media industry

e4m by exchange4media Staff
Updated: Sep 20, 2018 3:33 PM

The India Chapter of the International Advertising Association (IAA) launched its collector’s item on the print medium titled "The Gutenberg Galaxy" on September 19. The event, powered by The Free Press Journal, was held in Mumbai.

Abhishek Karnani, Director - Free Press Journal Group, says, “The Gutenberg Galaxy” is a celebration of print consists of 24 case studies and 14 thought-provoking articles. Print compels you to read, think and then reflect.”

I Venkat, Director, Eenadu, and Past Chairman of Audit Bureau of Circulations spoke on how the print medium is growing (with language editions contributing more), triggers of print growth and how print will continue to grow. ABC has introduced the variant copies audit. He mentioned that the average time spent on dailies is three hours per week across urban and rural and will continue to rise due to a rise in education, a rise in nuclear family and competitive pricing.

A panel discussion on ‘Print is Relevant’ was moderated by RN Bhaskar, Consulting Editor, Free Press Journal. The panellists were Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network; Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu and
Ajay Kakkar, CMO, Aditya Birla Capital.

Bhasin says, “Print is here to grow. This Rs 20,000 crore industry cannot be ignored. Gimmicks should not take over innovations. Fundamental innovation is important. We believe in the written word.”

Santosh Padhi, CCO - Taproot Dentsu, says, “Creative industry must give the print medium the push it deserves. It is the job of the brand to ensure the ad is read. It is a challenge. We need to bring in storytelling in this medium. If we decide we can bring back the glory of this medium.”

Ajay Kakkar, CMO - Aditya Birla Capital, says, “Print touches all the five senses. The touch of print, the feel of print, the smell of print is intoxicating. It allows sharp targeting, immediacy, shelf life, strategy, and more. Long live the print.”

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